Ubisoft and 84.Paris launched the Try Again Trials Turbo Bike campaign in France in 2019, seeding a custom sound-making bicycle accessory to gaming influencers
ARCHIVEUbisoft Trials Rising Try Again Turbo Bike Campaign
The Try Again Trials Turbo Bike campaign is a France-originated, social-first promotional effort created by 84.Paris for Ubisoft's motorcycle-racing game Trials Rising, built around a custom physical bicycle accessory that reproduced the game's engine sounds as the rider pedalled, launching in February 2019.
Trials Rising was officially released on February 26, 2019, according to Ubisoft, and the campaign preceded that release with a launch date of February 13, 2019, as reported by adsoftheworld.com. The central mechanic was disarmingly simple: a device attached behind the saddle of an ordinary bicycle that generated a convincing motorcycle sound in sync with the rider's cadence. The object was not a digital activation or an in-store promotion. It was a tangible, handcrafted gadget purpose-built to live in the physical world before migrating to social feeds.
In France, and across the broader European market, the campaign operated in two distinct phases. The first involved seeding the Turbo Bike accessory to approximately 100 European gaming influencers before the main film launch, as reported by adsoftheworld.com. The second was a two-minute social film, produced by Birth and directed by Hugues de la Brosse, that dramatised the absurdist spirit of Trials Rising's own design philosophy — a game in which spectacular failure is not a bug but a feature. The campaign archive was published in France in March 2019, and contains two media assets. The Clapboard Score for this campaign is 55 out of 100, reflecting a concept with genuine originality that stops short of full creative resolution in execution.
84.Paris anchored the Try Again campaign in a single consumer truth. The game Trials Rising is structurally built around repeated failure. Every level is designed to throw the player from the bike, and the product's own tagline — Eat Dirt, Taste Victory — frames that failure loop as the point, not an obstacle. The strategic decision, as documented across coverage by adsoftheworld.com and packshotmag.com, was to translate that loop into a physical object that non-players could encounter in the real world before they ever saw a screen.
In France, the gaming media and entertainment landscape in 2019 was operating within a global context of significant commercial momentum. According to Ukiepedia Ukie Org Uk, global games-market revenue reached approximately 152.1 billion dollars in 2019, growing 9.6 percent year over year. Console games, the segment most directly relevant to Trials Rising's platform, totalled approximately 47.9 billion dollars globally that year, representing growth of around 13.4 percent, per sidewalkhustle.com. Ubisoft itself generated approximately 2.2 billion dollars in revenue across 2019, according to gameindustrylibrary.com, making it one of the largest publishers competing in that console segment. Direct competitors in the stunt-racing and physics-platformer genre included Milestone's MXGP series and Team17's titles, both of which relied on more conventional gameplay-footage advertising in the same period.
The influencer-seeding phase was not a paid-media exercise in the traditional sense. Sending a physical object to approximately 100 European gaming influencers, as reported by adsoftheworld.com, created an earned-media multiplier that preceded the film and primed the audience with curiosity rather than a call to action. Strategic planning for the campaign was handled by Nicolas Camillini, whose role was to ensure the absurdist creative direction aligned with a demonstrable product truth rather than drifting into pure spectacle.
Hugues de la Brosse directed the film at the centre of the Try Again campaign, working through production company Birth to deliver a piece that matched the game's own comedic register. The film ran to approximately two minutes and was constructed to dramatise the Trials Rising experience from the perspective of genuine, repeated, good-humoured failure — a tone that required precise comic timing rather than conventional gaming-ad spectacle.
The creative team at 84.Paris was led by creative directors Hervé Bienaimé and Olivier Bienaimé, with art direction handled by Léo Sattin and copywriting by Julien Sipra. TV production was overseen by Pierre Otmanine, with Josh McKie serving as operations manager. The breadth of that credited team, documented by adsoftheworld.com and clapboard.com, indicates a campaign that was managed as a full production rather than a lightweight social stunt, even though its public-facing personality was deliberately rough-edged and unpretentious.
The Turbo Bike accessory itself was a piece of physical product design as much as it was a marketing prop. Attached behind the bicycle seat, it produced the engine and exhaust sounds associated with the Trials Rising motorcycle, synchronised to the rider's pedalling. As reported by cbnews.fr and jai-un-pote-dans-la.com, the object was functional and road-ready, allowing gaming influencers across Europe to ride it in public and capture authentic reactions. That authenticity — people actually pedalling the accessory through French streets and parks — gave the seeding phase a documentary credibility that scripted content could not have achieved. In France specifically, where cycling culture intersects readily with urban content creation, the device had a natural context for organic amplification. The campaign's two media assets — the film and the accessory documentation — worked as complementary rather than redundant outputs.
ARCHIVENo verified performance data for the Try Again Trials Turbo Bike campaign is publicly available in terms of view counts, conversion metrics, or sales uplift attributable directly to the activation. Coverage by adsoftheworld.com, packshotmag.com, and adsofbrands.net confirms the campaign's existence and creative credentials, but none of those sources publish quantified engagement or commercial results for this specific effort.
Structurally, the campaign carries several indicators of effectiveness. The influencer-seeding phase, which placed the Turbo Bike accessory with approximately 100 European gaming influencers before the film's release as reported by adsoftheworld.com, created a pre-launch conversation layer that is architecturally sound for a gaming launch in the social-first media environment of 2019 France. The physical object was inherently filmable, meaning influencers required no scripted brief to produce shareable content — the accessory generated its own narrative in use. The two-minute film then served as a capstone rather than an introduction, arriving to an audience already primed by the seeding phase.
The campaign's Clapboard Score of 55 out of 100 reflects this dynamic accurately. The central idea — translating a game's failure loop into a physical object that makes a bicycle sound like a motorbike — is genuinely inventive and directly rooted in product truth. Where the campaign falls short of a higher score is in the degree to which the film fully resolves that concept rather than simply restating it. The absurdist register is established but not consistently escalated across the runtime. For a Ubisoft property competing in a console games market that, according to sidewalkhustle.com, was growing at approximately 13.4 percent globally in 2019, the campaign represents a creatively ambitious but only partially fulfilled execution.
The Try Again Trials Turbo Bike campaign is a social-first promotional effort by 84.Paris for Ubisoft's Trials Rising, launched in France in February 2019. It centred on a custom bicycle accessory that reproduced motorcycle sounds from the game, seeded to approximately 100 European gaming influencers before a two-minute film was released.
Hugues de la Brosse directed the Try Again film for Trials Rising, working through production company Birth. Creative direction was handled by Hervé Bienaimé and Olivier Bienaimé at 84.Paris, with art direction by Léo Sattin and copywriting by Julien Sipra, as documented by adsoftheworld.com and clapboard.com.
The Trials Turbo Bike accessory attached behind a standard bicycle seat and generated motorcycle engine sounds synchronised to the rider's pedalling. As reported by cbnews.fr and jai-un-pote-dans-la.com, the device was functional and road-ready, designed to produce authentic public reactions that gaming influencers across Europe could film and share organically.
84.Paris created the Try Again Trials Turbo Bike campaign for Ubisoft. The Paris-based agency developed both the physical Turbo Bike accessory and the accompanying social film, with strategic planning by Nicolas Camillini and TV production managed by Pierre Otmanine, as documented by adsoftheworld.com and clapboard.com.
The Try Again Trials Turbo Bike campaign received a Clapboard Score of 55 out of 100. The score reflects a genuinely inventive central concept rooted in product truth — translating Trials Rising's failure-loop design into a physical object — that does not fully escalate its absurdist register across the film's runtime.
Trials Rising was officially released on February 26, 2019, according to Ubisoft. The Try Again campaign launched on February 13, 2019, as reported by adsoftheworld.com, using an influencer-seeding phase with the Turbo Bike accessory to build audience awareness in France and across Europe ahead of the game's release date.
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